Sarah Jessica Parker and Kirsten Dunst Put Google’s ‘Try On’ Shopping Tool to the Test in Fashionable Holiday Films

Google’s new ‘Try On’ feature is an AI-powered tool that allows shoppers to try before they buy; to digitally see what garments from Google’s product listings will look like on them, and even share these potential looks with friends ahead of purchasing the clothes.

To promote the new tool, Google partnered with creative agency SHADOW to create a digital and social campaign with a diverse group of trend setters and style icons, encouraging shoppers to find their look with Try On.

The campaign kicked off over the holidays with ‘Shop Your Vibe’, a 60-second spot starring actor Sarah Jessica Parker, directed by Max Bartick.

Shot in New York City with photographer Chloe Horseman, the ‘Sex and the City’ star is seen reveling in the magic of the city during the holidays, taking fashion inspiration from the bustling streets and demonstrating how easy it is for holiday shoppers to ‘shop their vibe’ and try it on with Google.

Ahead of the New Year’s celebrations, Google launched a second 60-second spot, ‘Try It On’. This time, the ad featured actors Kirsten Dunst and Gabrielle Union in a friendly outfit showdown, drawing inspiration from their 2000 film ‘Bring It On’ as they use Google Try On to one-up each other on set.

The campaign also includes social posts across TikTok, Instagram and YouTube starring Lindsay Lohan, Ashley Graham, Misty Copeland, Olivia Palermo, Hannah Bronfman, and ‘Emily in Paris’ actor, Lucien Laviscount.